Russell Brunson Breaks Down How to Sell Anything Online (After $1B in Sales) | Russell Brunson | EP 70

Speaker 1 But then it's crazy. Like, I think about this.
We launched Cliff Funnels a decade ago. It feels like yesterday.

Speaker 1 Like, I still remember sitting in the room with me and Todd, like, trying to figure out what color the button should be, you know? And now it's a decade later. It's just like, it goes so fast.

Speaker 1 And we're always worried about, oh, like, I got to figure this out right now. Like, no, just be consistent.
Keep planting the seeds. Love the harvest.

Speaker 1 Plant the seeds, nurse the seeds, plant the seeds, nourish the seeds. And faster than you will know, you'll be where you want to be.

Speaker 1 Like Tony Robbins says, like, we always overestimate what we can do in a year and we underestimate what we can do in a decade.

Speaker 1 So think in decades instead of years and be consistent and um that's the magic how you win this game

Speaker 1 what is up everybody what is up welcome back to the entrepreneur dna podcast i could not be more fired up about this i know i say that a lot but i'm telling you the guests that are coming onto this show are top tier i mean literally the one percent of the one percent uh the guest that you are watching now on youtube is what i would argue probably the best marketer of our time hands down arguably the best salesperson salesperson of our time.

Speaker 1 I mean, this man is a three-time best-selling author. He has given away all his secrets.
He is quite literally given them away in his three best-selling books. We have Russell Brunson here.

Speaker 1 What is up, dude? I'm doing good, man. How you doing? I'm doing really good.
Now, you're saying you're doing good, but I see a sling. Let's start with that.
I know we're saying.

Speaker 1 It's like an elephant in the room. Yeah.

Speaker 1 Yeah. So I still.

Speaker 1 So growing up, I was a competitive wrestler, wrestling high school, wrestling college levels, tried to compete for Olympics back in the day, and then took took like two decades off.

Speaker 1 And then started just once a year, there's a tournament for older guys to go wrestle at. So I, you know,

Speaker 1 I work out for a week and I show up and go wrestle. And this time, I was two weeks ago, actually ended up tearing both my biceps.

Speaker 1 So my bicep on both arms, the bicep muscle ripped off the bone during my matches, which is kind of crazy.

Speaker 1 The first one happened in the first match, and then the second one happened in the third match. Anyway, I kept going because, you know, who needs biceps when you're wrestling?

Speaker 1 And anyway, and then from there, we had a family, we had spring breaks.

Speaker 1 we i flew from the tournament to hawaii so for a week in hawaii i'm like something's wrong with my arms definitely they're like swollen up like elephantitis i couldn't curl i couldn't lift my backpack i was like something's really wrong so i got home in an mri and they're like yeah you're both of your biceps were ripped off of the bone i'm like oh so i got the first one done last friday and then they were gonna do both at the same time but then i'd have no arms to be able to do anything my wife my wife's like so how are you gonna go bathroom because i don't want to help with that i'm like okay let's do one then the other so i did this one friday and i got this next one's next friday and then i I told you I have an event three days after I get this one done So I'll be on stage for four days with two two slings, but yeah, I'm doing great I'm feeling really good recovery is going good We're doing every biohack known to man to heal as fast as possible So I'm feeling good overall.

Speaker 1 It's just kind of a an annoyance at this point, you know But he just talked about biohacks Have you jumped in as a wrestler and you've always been fit right like have you jumped into the peptide world?

Speaker 1 Oh, yeah, I do know I'm doing the Wolverine protocol right now twice a day to get this thing healed as fast as possible. So right before I showed up here, I was taking shots of my arm.
So yeah.

Speaker 1 I, you know, it's funny at 43, I've always been somewhat fit, been an athlete my whole life, and I'm sure you can relate.

Speaker 1 And then after my second child, I kind of leaned into eating too much of the doughnuts and pizza with peptides.

Speaker 1 And dude, I'm telling you, peptides and just being disciplined to work out, like they can bounce you right back.

Speaker 1 I don't know if you've seen, I'm assuming you're going to see the same thing on your arms, but it's incredible. Yeah, I've only done them a couple times.
We got injured and it healed really fast.

Speaker 1 So I'm curious to see my biggest fear back to my, the doctor gives me my peptides. He's like, his biggest fear is like that this one's going to reattach before they do surgery because of the peptides.

Speaker 1 I'm like, are they really that good? He's like, I don't know. So

Speaker 1 we have to find out. They are.

Speaker 1 So let's dive into something. I think anyone who's already following you through, I think most of my audience is probably following you.

Speaker 1 You are one of the leaders in the online space, online marketing, online selling. You've been around for a very long time.
You just had your very last funnel hacking live.

Speaker 1 Many of my listeners probably have

Speaker 1 your products and have had them for a long, long time. Why did you end something that was so epic and so like

Speaker 1 monumental for our time and our online generation? Yeah, it's crazy. We ran it for a decade.

Speaker 1 And it's funny because I remember when I was, when I was an entrepreneur coming up, the big event at the time with Armour Morning had an event called Big Seminar, and he ran like 10 of them and then he, or for 10 years, and he stopped.

Speaker 1 And I was like, what kind of moron would stop something like this? And then Yannick Silver had the Underground Seminar. That was the next one.

Speaker 1 And anyway, when we started ours, I was like, after we started, I'm like, oh, I'll do this till the day I die. I'm never going to stop.

Speaker 1 But there's something about, you know, putting 5,000 people in a room is not a, it's not a light task, especially when it's not like, they're not free tickets.

Speaker 1 Like everyone's paying a thousand bucks a minimum to be in the room, you know?

Speaker 1 It's a, it's a 10-month cycle. So we get on Final Akin Live, we get home, we breathe for, you know, 30 days, 45 days.
And all of a sudden it's like, hey, start planning, start selling tickets.

Speaker 1 And it's just this long grind. And so 10 years of spending 10 months just filling the event, preparing the event, doing the event.
Like it got to be be a lot. And this last year, as we were,

Speaker 1 you know, planning Funnel Acting Live 10, the team's like, okay, so, because as you're planning 10, you got to plan the next one. So they're like, okay, so where's next year going to be?

Speaker 1 What's it going to look like? And like, and they started getting all this stuff. And I was just like, I need a break.

Speaker 1 I don't know how to say this.

Speaker 1 And it's funny because I thought everyone on our team was going to be like, no, but most people on the team, especially guys who run our events, were just like, we could use a break too.

Speaker 1 And I was like, okay. Cause like just thinking about planning 11 while we're in the middle of selling 10 seems seems seems so much, you know?

Speaker 1 And then at the same time, if I look at when we launched Funnel Hacking Live, it was very unique.

Speaker 1 The way we did it was different.

Speaker 1 Because I'd been, events have been happy for a long time and we had a new formula, a new design, and it was different.

Speaker 1 It's been amazing. And now 10 years into it, when I look at most events, most events have...

Speaker 1 have funnel hacked us right they've modeled us like you they the look they feel the promo videos like everything looks and feels like funnel hacking live even though they're not and so and part of me is like the, the, um,

Speaker 1 you know, when you get so many copycats, eventually you can like incrementally, you can incrementally keep doing new things or you can reset and then create something that they don't have no idea was coming.

Speaker 1 And so that was kind of our thought was like, let's take a break. And I don't know if it's going to be a year, two years, five years.

Speaker 1 I don't know what that looks like, but I have an idea and a vision for something that's different that no one else is doing yet. And it'll look different, it'll feel different.

Speaker 1 And I want to create that.

Speaker 1 And to create that, it needs just time and space to kind of think through you know and so we will be doing something again in the future this is not it was like my death retirement like russell's done um but it definitely was like the end of that version of it and trying to figure out the next the next step and so i have some ideas i'm working on my head i want some i want i want an event that's bigger i want to be able to get I want to fill stadiums with people.

Speaker 1 I want to, I don't know, I envision something really, really cool. And so I just need some time to figure out what exactly it looks like.
You know, we have a mutual friend, Grant, right?

Speaker 1 And everyone knows your story about what you were able to do with grant and the the highest grossing sales hour i think of all time whatever it was right no

Speaker 1 so yes no one's meet you yet but are you kind of leaning into that style of really big epic you know i mean he literally filled miami stadium right and so is that kind of where you're where you're thinking potentially there's there's pros and cons right when you and i you see tony robbins tony does his big stadium tours and like there's difference because like if you're not careful you you lose a lot of it.

Speaker 1 Like when

Speaker 1 Grant's event was in

Speaker 1 Mandalay Bay, there was an intimacy that was still there, even though it was big. But it went to the Mariner Stadium.
It was, it was, it was different.

Speaker 1 Like, it was just like, everyone's like out getting hot dogs. It was, it was, it was not the same, the same energy.
And so, um, actually got a funny story.

Speaker 1 So the, the weekend of Mike Tyson fight, I took my kids to the Tyson fight, two of my kids, and we watched that.

Speaker 1 And then halfway through Tyson fight, I was like, John Jones is fighting in New York tomorrow. I'm like, how crazy do you see Mike Tyson and John Jones fighting the same weekend?

Speaker 1 My kids are like, dad, we should go. And I was like, ah, so I booked tickets during the Tyson fight for the John Jones.
We had to shift our flights. We drove directly to the airport.

Speaker 1 Anyway, so we get to, we did the whole, went to Madison Square Gardeners, which is where the Jones fight was at. And

Speaker 1 like the feeling I felt in that fight, and USD does a great job anyway, obviously, but just like the venue, the, it was, it was big, but it was intimate.

Speaker 1 And it was like, I don't know, like that feeling that we had at, um, and maybe it was because we were, we were right next to where all the fighters walk out.

Speaker 1 It's like, we're there with my kids 15 minutes and Trump walks out, Elon walks out, my kids are freaking. So that was pretty special too.
But like,

Speaker 1 but like that. So like it's a version like, yes, it probably look, something look like what Grant did, but I want to feel different.

Speaker 1 You know, I want to feel very like what Funnel Hacking Live always felt like. Like you there, it's like a family union and it's tight and it's close.
Like, how do you get that? So my.

Speaker 1 My vision right now, I want the next thing to be in Madison Square Garden because like that venue was where I felt that. I was like, I want this.
Like, how do I, so I don't know.

Speaker 1 Again, tell them Laura. What we all, we already want to know.
What are we doing here? What are we doing in Madison Square Garden? What do we say? I don't think it's what do we buy? Yeah.

Speaker 1 I'm not sure. Yeah.
Really find out. We're talking about a chapter ending.

Speaker 1 And I think, you know, you've done that for, you know, obviously anyone who's been following you has been a decade plus, right? 10 years. 10 years, ClickFunnels, another,

Speaker 1 man, 12, 13 years prior to ClickFunnels. So I've been doing this game for a long time.
Yeah. Oh, you've been doing it.
You're like one of the OGs, right?

Speaker 1 ClickFunnels is what essentially kind of put everybody on the map. I bought ClickFunnels fucking eight years ago.
I've been, your webinar strategy and everything you've been teaching.

Speaker 1 I mean, again, just brilliant, by the way. Just, you should be very proud of what you've done in a sense of like, you're changed people's lives.

Speaker 1 You've literally created millionaires, deck of millionaires. I've interviewed many people that have your plaques on their walls, right? Danner Chiddester was just on just the other day.

Speaker 1 And so you should be very proud of what you've been able to do on the earth so far. And you have a long ways to go because, and let's talk about this next chapter, right?

Speaker 1 We're talking about selling online.

Speaker 1 So you kind of say, okay, I need a break, but i'm not done i'm not retired and you are one of the master i mean we we've already talked about what you were able to do in person live with grant high sales revenue within an hour but brother i've been following you for a decade teaching online sales right and and now you're really leaning into that so let's just maybe talk to the people about that

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Speaker 1 Yeah,

Speaker 1 you know, it's essentially in my business, there's always two sides. There's like the technology and then there's the strategy, right? And the technology by itself does okay.

Speaker 1 The strategy by itself, and then the combination of the two is what made my business blow blow up, you know, be able to teach and also have the software together.

Speaker 1 But, you know, like

Speaker 1 when all said and done, it's funny because a lot of people know me as the funnel guy. But you look at what are funnels, like funnels are just a set of pages.
And what's the goal of the pages?

Speaker 1 The goal of the pages literally is to deliver a presentation that makes an offer.

Speaker 1 Like when you cut it all down to like get rid of all the techno-babble and all this stuff, it's just like they're pages. that deliver a presentation that sell an offer.
That's all it is, right?

Speaker 1 There's different versions.

Speaker 1 There's like, there's a webinar, which is the webinar funnel, which is the funnel, which gets people to show up to a presentation where you can give a presentation and make an offer.

Speaker 1 Or there's a challenge funnel that you get people to register for a challenge to watch you deliver a presentation to make an offer. Or there's a VSL funnel or there's a book funnel.

Speaker 1 Like they're all the same. It all cuts down to it.
It's like, that's the one piece.

Speaker 1 And it was interesting, like when we first launched ClickFunnels, you know, my first book came out, Dot Com Secrets, which is all teaching funnels and funnel psychology.

Speaker 1 And that helped people to understand like the strategy of funnels. And that's when ClickFunnels kind of took off is like they had the strategy book and and then they had the software.

Speaker 1 But the thing that I noticed, a lot of people got good at like technically building the pay. Yes, your funnel looks like another funnel, but it's not making money.
They couldn't figure it out.

Speaker 1 And that's when I wrote my second book, which was called Expert Seekers. And the Expert Secrets, when you read that, it's all about how to deliver the presentation.
How do you create?

Speaker 1 You know, it's, I never called it a copywriting book because copyright books don't sell very well, but it's like copyright.

Speaker 1 How do you like, what are the words and the phrases and the way you say them? And so that book became this really integral part in our customers' journey of just like learning how to actually sell.

Speaker 1 And they learned how to sell and they plugged into a funnel. Then the funnels are like, why funnels work? Now I didn't change anything.
I'm like, except for the selling part, which is like

Speaker 1 the most important part. It's funny because I see people, I see people, especially like our competitors are fighting like, oh, we, you know, we can do this.

Speaker 1 And they can, like, they have all the, everyone's fighting over like the features and benefits they have. And I was like, you guys are all ridiculous.

Speaker 1 The only thing that matters is the sales presentation. Like, that's it.
The rest of the technology is just there to get people to watch the sales presentation. Like, it's all human psychology.
And so

Speaker 1 yeah, so I

Speaker 1 again, I worked with the expert seekers book two years. I wrote traffic seekers to help people get traffic to their funnels.
And then I didn't talk about this stuff for a long time. And

Speaker 1 then recently, I can't remember probably a year ago or so. Cause in my head, I'm like, I wrote a book about everyone knows what this stuff's about.
And so a year ago,

Speaker 1 we kind of relaunched the Expert Seekers book funnel and all these new people started buying it and they were freaking out about it. And I was like, don't you guys already know this stuff?

Speaker 1 And they're like, no. And so I started talking more about it in my podcast and stuff talking about selling and about persuasion.

Speaker 1 And people started freaking out like they'd never heard heard any of this stuff before and i you know for me it's like when i wrote a book i stopped talking about it and i was like i was like this is something that i forgot was in the you know the decade of click funnels was the most integral part where people have the most successes when they mastered this piece i look at our biggest success stories you know like brandon kalen poland look at all these people like the thing they got really good at was the one-to-many presentation that plugs into a funnel and so um about that time i was like i should we should do an event just it was it was um it was between funnel hacking lives i had a free weekend i was like like, we should do a virtual event where we just teach all this stuff.

Speaker 1 And I was able to buy the domain selling online. So I was like, I was like, this domain's awesome.
And so we put on it, we threw together a three-day event.

Speaker 1 And I wanted it to be, I wanted to be like, if someone's just beginning, like it walks them through stuff, but also I want to be able to go deep and share like the deep psychology stuff for those who already know this stuff.

Speaker 1 And so they can go really, really deep. So, so anyway, I spent, I spent a couple of weeks crafting this event and it's fun.
Like when you do an event, it's like writing a book, right?

Speaker 1 Like I'm writing a three-day event where I'm basically the only, I have a couple others of guest speakers. Most parts, me teaching eight hours a day.

Speaker 1 And we put it out there, I think seven months ago is the first time we did the event. And it was insane.
People went crazy. What was fascinating to me is the people who registered for the event.

Speaker 1 Like the first two times we did the event, like the guest list of people, it's like every guru you know

Speaker 1 and was in it. And it was, it was really cool.
I was just like, oh my gosh, like this gives me my mind. I'm like, oh, they already know the stuff.
Like they're fine. But like they were all lining up.

Speaker 1 They were sitting there. They were there three.
I had people texting me. They're like, I've not sat through an event in

Speaker 1 ever, like in a decade, right? And they're like, I've been here all three days. Like, do you know the value of my time? Like, I should be charging you for it.
I'm like, dude, you bought the ticket.

Speaker 1 I didn't even, like, I didn't know you were not on the targeting list. But, you know, so it's, it's, um, it's, I think it's my finest work.

Speaker 1 It's something we spend a lot of time on, but it's teaching people that, like, how do you craft a presentation, right? Because a lot of people talk about sales. And, um,

Speaker 1 and most sales, you're talking about face-to-face, like one-on-one sales, right?

Speaker 1 Where I can ask you questions and I can see your, I can see your, you know, how you respond and I can, I can change my presentation, my pitch, and you can shift things based on the interaction with the person, right?

Speaker 1 And extroverts are great at this and they love it. But introverts like me, it scares them to death.
I don't want to talk to you face to face, you know?

Speaker 1 And so selling one to many is different because I don't have the ability to just read your face and ask you different questions to get to your concern. So how do you create a presentation when

Speaker 1 everyone, men or women, women are seeing it, people in America, people in Africa, like everyone's seeing the same presentation.

Speaker 1 How do you you craft it in a way that resolves the core concerns that the majority of people are going to have so you can get 10, 15, 20% of people who actually watch this thing to buy?

Speaker 1 And that's the art, right? Because it's fun because you don't have the ability to just interact. You have to create stories in a way to break false beliefs.

Speaker 1 You have to lead people places. You have to get them to believe things.
It's just like the coolest art form, I think, in the world. And after you learn it,

Speaker 1 it becomes really powerful. Like what we teach during the selling online event is how to do like a 90-minute presentation.

Speaker 1 but that same presentation when you learn the you learn the strategy behind it uh we have one of our friends uh jamie cross runs a soap company so she took the presentation formula and then shrunk it down to a five minute version same psychology same same beats it hits and she built a multi like an eight figure year uh soap company using a uh you know we call the webinar but a little mini webinar selling soap uh you know we've had people using it um cody sanchez she she uh she went through it and she um she was pitching a vc or something on some, well, she, I have a video clip of her telling the story, but she was like pitching

Speaker 1 like financials or some big VC, whatever, some big thing, right? And she tried to sell it. She's like, it wasn't working.
She's like, so I got Brunson's script and I tried that.

Speaker 1 And she's like, I pitched it and we closed the deal. She's like, it worked for anything.
Like, because it's human psychology, right? It's learning how to do those things.

Speaker 1 And so when you learn it, it's really cool. Like, as we train people, it's like, it becomes part of your.

Speaker 1 you'll like how you speak you know you start learning the the things and uh you become better at persuading anywhere if you're doing facebook live or a podcast or like whatever you're doing, like when you master those skill sets and you start learning how to weave into your language patterns, they help everything you're doing across the board grow.

Speaker 1 So yeah, selling online is my favorite stuff. I love just talking about it and geeking out about it because

Speaker 1 the human psychology side of it is so fascinating, so much fun. Well, right now, let's plug it.
Sellingonline.com forward slash DNA. Sellingonline.com forward slash DNA.
Get a ticket.

Speaker 1 I'm going to be there, everybody. So if it's good enough for me, I'm sure good enough for you.
You're listening to me and my podcast because of Russell. Get there right now.
Not hard.

Speaker 1 It's cheapest in any sell. It's 100 bucks.
So it's 100 bucks. You get three days with me.
It's equivalent to like, I think it's like $4 an hour. So it's the cheapest consulting I do.
No doubt.

Speaker 1 There is no doubt about that, my friend. So let's keep talking about selling.
You know, you and I were talking offline a little bit.

Speaker 1 Like, I'm really passionate about all these content creators are out there. And you just said, it wasn't Cody, I think the reference before.

Speaker 1 You said someone took your entire 90-minute, shrunk it into five minutes, and has this incredible eight-figure business on basically a five-minute pitch deck.

Speaker 1 And the idea that I want to build them, yeah, yes, I think soap, by the way, right? Like, um,

Speaker 1 the what I want to lean into on this episode now is this understanding that there's all these people out there trying to create content. We have a mutual friend, Dean, right?

Speaker 1 They run a program about like the genius in here should be going out there. And I think there's people that just don't understand all this stuff.

Speaker 1 And if you're watching this, you see, I have my phone up and all the content and all this stuff.

Speaker 1 If you don't have someone like Russell teaching you what to say, how to say it, your language pattern, the framing of what you're saying, you could be doing all this, making all that much money, right?

Speaker 1 And I think that's just silly. I think if you are going to spend the time to create any level of content, podcast, a webinar, Instagram, YouTube, Twitter, TikTok, and you are not monetizing it.

Speaker 1 I just believe you are selling yourself short because most of you out there, and I would bet you agree,

Speaker 1 you're creating the content because you have something to offer of value. I understand there's TikTokers that point and make money willingly.

Speaker 1 But for the most of us listening to this, watching this, Russell, you are a great example of this. You and I both started well before social media.

Speaker 1 Like we didn't have social media when you and I started in our businesses, but we do now, right? And you have millions and millions and millions of followers across all your platforms, right?

Speaker 1 But you also have the opportunity to offer the value of the genius that is in there and finding ways to monetize it. So you have a business without having to work.
Right.

Speaker 1 And so I say that because there's so many people that like just create content, just to create content with no idea.

Speaker 1 I would like you to kind of talk about the power of understanding your language power, your framing, like even in a 90 second frame, right? Where you could, how do you offer it to them?

Speaker 1 Because everything is online right now. Yeah.

Speaker 1 Yeah, I think that's, it's, um, it's what most people miss because they see the big influencers, you know, and they're like, oh, I'm going to do what they do. And they copy him.

Speaker 1 It's almost like, um, I like, I like Gary Vee a lot, but it's interesting because everyone sees what he's doing and then they try to model it.

Speaker 1 And it's like, you understand, if you look at like Gary's actual business model, he's spending millions dollars on his own social media without trying to get a return on investment because he's just trying to prove that he knows social media so he can sign up Ford and GMC to pay him, you know, $500,000 a month to do their social media.

Speaker 1 So that's his back end. Like he's got a back end, but they see what Gary's on to do on front.
They're all trying to copy it. They're like, oh, I'm just doing the underserved.
I'm just doing nothing.

Speaker 1 And then they're broke. It's like, you guys, Gary doesn't tell tell you the whole model, but if you look at the whole model, that's what it is.

Speaker 1 Like, he's able to spend $10 million a year promoting himself on the front end because he's closing $500 a month, $500,000 a month, you know, big social media clients. Like, that's the business model.

Speaker 1 And so, like, that's a lot of times that they're funnel hacking the wrong piece. Like, you know, and then Gary's like, oh, don't sell courses.
It's stupid.

Speaker 1 It's like, Gary, these people need to sell courses because they don't have a $500 a month offer, a $500,000 a month offer they can offer to GMC.

Speaker 1 Those things driving me crazy. So it's like, I understand what people are actually doing.

Speaker 1 Like, I'm a big, I'm a big believer in Stephen Mac and just looking at what people are doing, why they're doing doing trying to understand it where most people just look at the mic the micro and just copy it right so it's like trying to understand what are they actually doing and I had um I'm in a mastermind I won't tell you who's in it because you know most of them and it would be awkward for them uh but in the group there's half and half half of us are are marketers who use who use content social to build our businesses and the other half are content people who do content and this half over here in the group i mean they're they're literally like the who's who's like they're getting billions of views a year billions of the be right like stuff i would like i had day dreams out and then over here you know we get millions you know tens of whatever hundreds millions of views uh and you look at like the income disparity it's huge like how much we make versus them and it's like they're legit famous we're not they're legit famous and it's funny because they have these arguments where they're like well we don't want to sell we don't want to i'm like you guys like you're selling anyway you're just doing it wrong like you don't understand like it's the same thing um but they they have this like weird belief that selling is bad or something some wrong is gonna happen you know they have this weird belief patterns and so what what we try to like and and it's funny because then a lot of the more direct response guys are like you guys are wrong because you're not you know and i'm like i'm in the middle i'm like you're both right let's use both superpowers like like how do we harness these things because because if if everything you're doing is an ab direct response style like abs don't go viral ads don't get shared like it's i mean they they can but it's harder right but if everything's just like content content like those go viral it's like there's this blend and when again when you learn to

Speaker 1 When you learn how to do it where it's not just a sales script, right?

Speaker 1 But you're learning how to do it where it's part of your language patterns and it's it's constantly moving people towards something.

Speaker 1 Like, that's, that's the sweet spot in the middle where all the money's made, right? And so it's learning. It's like, okay, I'm doing this video.

Speaker 1 My goal is to go viral, but there's still a call to action. Maybe it's not, go buy my book, you know, but what's the call to action?

Speaker 1 It's like, I need them to do, like, I'm trying to get them, I'm moving them towards something. It's not just content for content sakes.
It's all knowing like the purpose.

Speaker 1 It's like, okay, I'm doing this. I'm trying to bring this, like, I'm creating this piece specifically to bring this segment of the audience in.

Speaker 1 I'm doing this piece to get people to believe this because I know that next next week we got an email campaign that's coming out and next week we have this is happening and so I'm using just like again if you go through my my training like we're doing a webinar or a challenge like

Speaker 1 like before I ever make an offer you know like in a 90 minute webinar admin it's 60 is when I transition to to the offer. So the first 60 minutes is content.

Speaker 1 But the way I'm doing the content is all about I'm figuring out like what are the false beliefs that they have that are holding them back from eventually buying the thing I have. Right.

Speaker 1 And so that I'm telling stories and I'm doing things in a way to break these false beliefs, right? And so there's a purpose.

Speaker 1 And so you may sit through the first hour of Russell's webinar, you're like, Russell's telling a lot of stories. I understand what's the point of this.
Like, this is good. I feel happy.
This is fun.

Speaker 1 Like, what's the point of it? And you don't know that what I'm doing is I'm speaking to you consciously, but I'm subconsciously rewriting false beliefs that you have.

Speaker 1 So that when I make an offer, you're more likely to buy it. When you actually buy the course, you're more likely to succeed with it because I'm doing this.

Speaker 1 And so when I know that, I'm structuring my content where it's like, okay, what are the false beliefs? I got to break these false police. I'm breaking these things.

Speaker 1 And I'm doing this in a way where it's like, when I, so that when I make an offer, like they're ready for it, like they're not gonna, there's not gonna be resistance, right? I'm building rapport.

Speaker 1 And so it's just, it's looking at things strategically differently versus I'm gonna get, you know, this video is gonna crush. I'm gonna get 10 million views on this video.

Speaker 1 And they're creating just for that versus like, all right, what are the false beliefs that are holding my person back right now? What do I need to create to break that false belief?

Speaker 1 So they will be ready in the future or that, you know, in five days from now when we do an ad campaign or we follow them up, you know, they're watching this content and then we hit them with ads a week later that like they're prepared and we're ready.

Speaker 1 It's like learning how to use those things. And like, that's the, that's the magic.
That's the art in this game is, is that part of it, right? And that's so brilliantly, right?

Speaker 1 Like even in, in, I think it's so, what you've been able to do with, you are like the blend of both, which is so brilliant. Like you said, you're like the guy in the middle of that.

Speaker 1 And I know the, the, like you're both right. And you're sitting there like, guys, I'm, you're both right, right? But it's because

Speaker 1 the person who just creates content to create content, in my opinion, most of them don't understand the business side. They've never been taught business.

Speaker 1 Like they actually should hire you as a coach just for the business not just selling out the online it's like how do you create this genius and turn it into the business but they've created something that a lot of people don't have the gumption to create which is a brand of their own the personal brand right and they have billions of views or how you know what i mean and That's both of those sides are really, really difficult.

Speaker 1 Your magic sauce, honestly, is you live right in the middle of that. I mean, you really have created this incredible brand.

Speaker 1 Everyone in the entrepreneur space knows you and if they don't they do now on this episode um we got the rest of them now they all know that now we're done

Speaker 1 but you also have this brilliant mind that says okay if i put out five pieces of content it could be email like people underestimate the value of email for some people underestimate the value of doing reels on instagram people underestimate the value of tick tock because they don't think like the way you're talking about is if you think out a pattern of seven posts let's just use instagram you go through a pattern that Russell will be teaching on selling online because it's just about your framing and how you walk through these stories.

Speaker 1 And on the seventh post is your ask.

Speaker 1 But most people don't get to the seventh post of an ask. They just keep doing posts about stuff that don't have a call to action.

Speaker 1 And so you're just speaking the language of what I believe all content creators, this is why I'm putting on my event is like, you are the epitome of what people, what sellingonline.com forward slash DNA, everybody.

Speaker 1 Like, this is it.

Speaker 1 it this is what everyone needs regardless of you being a tick tocker a youtuber and if you're putting it out you need to know what Russell knows yeah I think one of the things for me that so I'm obsessed with uh personality profiles so like I have a company we we just take every personality profile and then from there we can learn everything about you which is really fun um but one of my so if you look at my um there's discs and there's value there's one called values and the value one um everyone's got different values and my number one value is roi and i first my first thought i was like that's weird because I'm like, I don't really, like, I actually am not a big, it's funny.

Speaker 1 Cause like, I love business and I love the art of it, but I, I don't know what's in my bank account. Like, so I was like, I didn't resonate with that at first.

Speaker 1 And then one of my coaches who, who's, um, who's even more obsessed with personality profile, I said, you know, ROI means like in every situation, like, what's the ROI you're getting in that moment?

Speaker 1 Like, that's what you worry about. And so for me, it's like, that's why I struggled in school.
I was sitting in school. I'm like, what am I doing? Like, what's the point of this? Right.

Speaker 1 Or if I'm in a conversation like that I want to get, I'm like, what's the RI? My brain's always trying to figure out what's the ROI of this.

Speaker 1 And it's like, if I'm wasting time, I get all anxious and stuff. So for me, when I I started,

Speaker 1 again, when social media first came out, it was hard. Like, everyone's doing stuff.
So I'm like, I'm trying to do that. And I was just like, what is the ROI of this?

Speaker 1 Like, I spent, you know, an hour and a half filming this, you know, three-minute video that's going to go online and like, we get 5,000 people to see it. And then it disappears and it's gone forever.

Speaker 1 I'm like, oh, like, what's the ROI? Like, it stresses me out, right? So for me, it's like, I'm an ROI person. And so I think that's why a lot of it, this happened for me.

Speaker 1 Cause like, if I'm going to spend time doing something, I need to know what the ROI is going to be or if I don't want to do it, right?

Speaker 1 Like, I'm not going to spend time on Instagram unless I see an ROI. So how do I see the ROI? Like, and the ROI is not going to be, I got 500,000 views.

Speaker 1 It's going gonna be, how many of those people signed up for ClickFunnels? How many of those people bought a book? How many of those people, you know, so that becomes the game now.

Speaker 1 Now it's like, okay, now we're creating stuff, but we're doing it through this lens of like, what's the ROI?

Speaker 1 Like, if I'm gonna spend an hour today doing these, these things, like, how does that look like, you know?

Speaker 1 And so I think that's why like I geek out on that because it's the thing that keeps me engaged in the game is like trying to figure out what the ROI is gonna be on it.

Speaker 1 And then it becomes fun, you know? And it's like, then we created this, we created these five videos and from that we sold 300 copies of the book. Like that's, that's exciting.

Speaker 1 That's like a fun game to play, you know. And by the way, just as a side note, you said some people you said something about email.

Speaker 1 The way you said it, I was like, just you guys understand, like, in our business, still, um, I think,

Speaker 1 man, and we're spending,

Speaker 1 man, we spend over a million dollars a month on the ClickFunnels brand. We spent over a million dollars a month on Rooks.
We're at two, two and a half million dollars a month in ad spends.

Speaker 1 We're spending a lot of money consistently, right? Um, the majority of my revenue still comes from email, like not even, not even, it's like 85 to 15 percent. So don't worry.

Speaker 1 I just think think people

Speaker 1 if you're an internet marketer and understand what you know and what i know the email is very very valuable but i mean that's the goal of social is to get them off social

Speaker 1 that's right that's exactly right and that again are you going to be going over some of this stuff when selling online yeah we show

Speaker 1 we show everything yeah i mean the the biggest keys and so we talk about a lot of stuff but the the the three core things are like how do you create an offer because that's the biggest thing you have to have i call it level 10 offers a level 10 offer is the kind of offer where if you're a seminar and you you promote it people are running to the back of the room.

Speaker 1 They're jumping over to like give you their credit card.

Speaker 1 Or if they're at their house, they're running around trying to find their wall, begging their spouse, like, just give me, like, just allow me to buy this thing. Like, they create that kind of offer.

Speaker 1 So that's the first thing we cover. Well, the second thing we cover is the presentation.
What's the presentation we need to create now to sell that offer? Yeah. Right.
So that's number two.

Speaker 1 And then the third thing is then, what are the funnels we need to create to be able to show that presentation, right? The funnels and the traffic and all that kind of stuff.

Speaker 1 And so those are the steps we walk through during the event. So the time it's done, you've got the offer figured out.
You've got the presentation figure out. You got the funnel figured out.

Speaker 1 You got traffic coming into it from social and from everywhere. So yeah, it's, it's the best.
Dude, this is so great.

Speaker 1 And so I think what most people need to understand is you need to be able to take them off of the social media and bring them into your world to create value.

Speaker 1 So the thing where I want to kind of maybe wrap up this episode is helping people understand what you've done and what I've done over, for me, I've been an entrepreneur for 20 straight years, right?

Speaker 1 And you about the same.

Speaker 1 None of this is a short-term fix. Like you might be able to create an offer right now and go get 50 grand.
That is a reality. You could go do that.

Speaker 1 But to create something of value, something special, you need runway, right? I mean, you yourself didn't create ClickFunnels in a year to the level it's at today.

Speaker 1 You needed a decade of running that thing to where now it is the premier, top of the top. The brand Russell Brunson year one is not the brand Russell Brunson it is a decade later, right?

Speaker 1 But people want everything

Speaker 1 right now.

Speaker 1 And I want you to talk to them about that, about giving yourself enough runway to create the epic, amazing thing that offers value to everybody and is important versus this idea of like, hey, Russell, teach me how to go make 100 grand.

Speaker 1 I mean, you can do that and you will do that, but like, you want to create something special for sure. It's, um, it's the law of the harvest, right? Like you look at your life today.

Speaker 1 Your life today is literally, um,

Speaker 1 it's the it's it's the image of the seeds you planted five years ago. Like for all of us, like it literally is all it is.
It's the law of the harvest.

Speaker 1 We plant seeds, they grow, we harvest them, right? And it happens over and over and over again. So wherever you are in your life right now, if you're happy, you're like, this is my life is flawless.

Speaker 1 It's like sweets, because you planted good seeds five years ago. And this is all areas of life.
You get a relationship, right? You and your spouse are doing good.

Speaker 1 You planted good seeds five years ago. It's not like all of a sudden one day like, hey, we fixed our marriage last night.
Like, well, you did. That's amazing.

Speaker 1 No, maybe you had a good night, one good night, right? But great happiness comes from planting seeds consistently, right? It's harvest.

Speaker 1 Like you plant the seeds, you nurture the seeds, you grow the seeds.

Speaker 1 And so that's what's at. And so

Speaker 1 yes, there's going to be, there's there's home runs there's big hits there's things you can do we can speed up we can speed up you know we can put things at the seed to help it grow faster right miracle grow and stuff like that that's what all the coaching stuff's about but right but the reality is like you said like if you want to build something amazing it's it's planting seeds consistently right and it's always happening like um i remember uh before we launched click funnels this is when podcasting was just kind of coming out i thought it was a dorky thing i'm like i'm gonna start a podcast because everyone's it's becoming a thing right and i remember um It was in the back of like one of my businesses failed.

Speaker 1 I fired like 100 employees.

Speaker 1 I was like, I was in the, like, actually, like, probably probably the lowest period of my life and for some reason i felt this calling like hey you should start a podcast like what like what am i going to talk about i'm i just failed really big in front of everybody um and so i started this podcast i had it i remember from my house to my new little office i had a four minute drive and so i would take my phone i click record and i would do a four minute podcast it was called marketing in your car and my four minute commute to the office and all i did was i start talking about like all right today we're going to try this out okay we did this oh my gosh i did and i just started just like documenting this journey of what i was doing over time and um we started posting them online and what's crazy is back then, nowadays there's like all these cool podcast apps.

Speaker 1 You can see stats and graphs. Like we didn't know anything.
We put it online. I had no idea.

Speaker 1 And I'm grateful because I had no idea if anyone's ever listening. And it was probably like two or three years into it when my brother like figured out, he's like, I hooked up a thing.

Speaker 1 We can see people downloading it. I'm like, oh, we're so excited.
And we looked back and it was like, nobody listened to the first, I don't know how long, how long it was. And then

Speaker 1 I remember.

Speaker 1 It's one of my favorite things.

Speaker 1 I don't know if you know Steve Larson, but Steve Larson came and he worked for me for two years before he went on his own. And when he came in, he's like, I'm going to learn everything about you.

Speaker 1 So he like, he binge listened to every episode I had ever done. And after he had gone through the whole, like, I don't know, seven or 800 episodes at the time, he came back.

Speaker 1 He's like, dude, you know what's crazy? He's like, the first 35, 40, maybe 45 episodes, like, you were not good. He's like, you're so bad.
He's like, these were painful to listen to.

Speaker 1 He's like, by like 45, 50, like you started getting it and it started like, and then now he's like, this, it's amazing.

Speaker 1 And I had this weird epiphany. I was like, oh my gosh.
First off, had I known no one's listening, I probably would have stopped, right? So I'm grateful I didn't know.

Speaker 1 But number two, it's like for all of us, like when you first start publishing, people are always like, what if I'm no good? And the reality is you are not going to be good.

Speaker 1 Like that's like, this is you planting the seeds. Like you are going to be really bad at first, right? But what you have to do is you have to publish long enough.

Speaker 1 Nathan Berry wrote an article about this. I quote it in my traffic secrets book, but he basically you have to publish long enough for your audience to find you.

Speaker 1 And in this article, he talked about how, you know, most TV shows, you don't start like episode one because you have no idea if it's going to be good or not.

Speaker 1 Like you wait until somebody's been around for three or four years and everyone's talking about then you go and you binge watch all of it right it's like people are waiting for the best content to rise to the top and so um like the the reality is like you have to be willing to keep planning these seeds and doing consistently enough and two things will happen number one is by doing that consistently over time you will find your voice and you actually become good that's number one because right now you suck and the only way to get better is to do it a lot right

Speaker 1 and then number two is it gives your audience the time to find you and by the time they find you there's gonna be a cross-section of you actually learning how how to do it okay and then finding you.

Speaker 1 And that's like, that's when this thing starts blossoming. Like, it's kind of like, I visualize in my head, you know, starting one of these businesses, like you're pushing this rock up the hill.

Speaker 1 It's like, oh, this is so hard. Like, no one's listening.
What's happening? You get the top of the hill and all of a sudden, like, you go over the hill.

Speaker 1 And all of a sudden, then the big boulders like start

Speaker 1 speeding up. Right.
And that's where you see people who rapidly grow these businesses, but it's putting in the time ahead of time. So it could be anything.

Speaker 1 It could be publishing, could be reels, could be blogging, podcast, like whatever it is.

Speaker 1 It's like, it's picking a platform and just starting to talk, even if you don't have to talk about just documenting your journey and like what you're learning and why you're learning it.

Speaker 1 And by doing that, that's what like helps you to find your voice. And if you do it consistently for long, that that's when your audience will find you.
And that's when this game becomes really easy.

Speaker 1 But there's a season of planting the seeds, putting in the time, putting the effort.

Speaker 1 But then it's crazy. Like I think about this, we launched Cliff Funnels a decade ago.
It feels like yesterday.

Speaker 1 Like I still remember sitting in the room with me and Todd, like trying to figure out like what color the button should be, you know? And now it's a decade later. It's just like, it goes so fast.

Speaker 1 And we're always worried about, oh, like, I got to figure this out right now. Like, Like, no, just be consistent.
Keep planting the seeds. Love the harvest.

Speaker 1 Plant the seeds, nurse the seeds, plant the seeds, nourish the seeds. And faster than you will know, you'll be where you want to be.

Speaker 1 It's like Tony Robbins says, like, we always overestimate what we can do in a year and we underestimate what we can do in a decade. So think in decades instead of years and be consistent.

Speaker 1 And that's the magic how you win this game. And you really will be able to look backwards and connect the dots.
Like, what were the things that were able to get me there?

Speaker 1 And one of those dots usually is you just kept fucking going. You just kept going, right? And you didn't give up.
Stop stopping. I appreciate your time.
You are incredible.

Speaker 1 And by the way, just as a just so we know what this man has done, if you really genuinely have not heard of Russell, you have been under,

Speaker 1 but

Speaker 1 if you have a rough number of sales over your last decade, would you be able to throw a number so people know? Oh, this guy fucking knows what he's doing. Yeah.

Speaker 1 Last October, just the ClickFunnels brand passed a billion dollars in sales.

Speaker 1 There you're at, you should be so proud, man. That is phenomenal.
That is phenomenal, dude.

Speaker 1 It was a, it's been a lot of fun. It's crazy.
Like, I remember four or five years in, we're like, someday we're making a billion dollars. And I said that thing.
So we kept watching it, watching it.

Speaker 1 And sure enough, last October, we passed it. We're like, that's insane.
Like, that doesn't make any sense. Their countries are making billion dollars.
You know, we did it in, in less than a decade.

Speaker 1 So it's pretty cool, dude. That is wild.
Like, it gives me shivers right now. That is, that is,

Speaker 1 dude. You should be

Speaker 1 that is awesome.

Speaker 1 A, go follow Russell. B, sellingonline.com forward slash DNA.
All things Russell. Get his books.
Follow him on social media. This man is a genius.
He's a server. He's a servant.

Speaker 1 He's here to help all of us entrepreneurs. He's been doing it at the highest of high levels.

Speaker 1 I appreciate your time today, brother. Thanks, man.
I'd fight. I appreciate you too.
All right. If this was helpful and you think two more people need to find Russell, go to sellingonline.com.

Speaker 1 And all things, I want to make sure you share this with at least two of your friends. We'll see you on the next episode.
Peace.